DEVELOPING AND VALIDATING A MEASUREMENT SCALE FOR DIGITAL MARKETING ACTIVITIES IN FIVE-STAR HOTELS AND RESORTS IN HUE CITY

Abstract

Abstract

In the digital transformation era, Digital Marketing has increasingly affirmed its strategic role in connecting businesses with customers and enhancing competitive performance. However, studies that develop and validate measurement scales of Digital Marketing activities in the luxury hotel sector in Vietnam remain limited. This study focuses on developing and validating a scale that reflects customers’ perceptions of the components of Digital Marketing activities in five-star hotels and resorts in Hue City. The results reveal a seven-dimensional structure, including display advertising, electronic word of mouth, social media marketing, email marketing, search engine marketing, website marketing, and content marketing. All measurement indices meet acceptable thresholds, confirming the reliability and validity of the proposed model. The study contributes to the theoretical foundation by refining the measurement structure of Digital Marketing and provides practical implications for optimizing Digital Marketing strategies in the hospitality industry.